Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Drinking Milk Products in Russia

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Executive Summary

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PROSPECTS

Milk declines in volume

Both fresh and shelf stable milk declined in volume, with shelf stable milk declining slightly more, since it is perceived as less natural. Flavoured milk drinks also decreased in volume, since flavouring additions are perceived as unnatural ingredients.

Fat-free milk experiences the most noticeable decline in volume

Milk declined in volume in 2018 in all fat categories – fat free, semi-skimmed and full fat milk. Moreover, the lower fat level is, the more considerable the decline in volume was – again, due to the fact that low-fat milk is perceived as less natural.

Milk alternatives is a new category for Russians. The category experienced substantial growth in volume in 2017 and 2018, due to consumers’ growing interest in healthy products.

COMPETITIVE LANDSCAPE

Decline in sales volume is observed for several major milk brands

The leading milk brands experienced declines in sales volume in the latter part of the review period, largely due to significant increases in retail prices for major brands in 2017, and growing anxiety about fake dairy products of low quality, produced from powder milk or with the addition of vegetable fats like palm oil. To attract consumers, manufacturers are trying to produce cheaper but lower quality products, while consumers are trying to find products of good quality at affordable prices.

Free from lactose milk is growing prominently

In line with the growing health and wellness trend, as well as rising awareness of lactose-free products, free from lactose milk has seen significant growth in Russia in both volume and value. Valio Eila is a key brand in the category, and has been available in Russia for several years.

Several new brands launched in milk alternatives in 2018

Due to the growth of milk alternatives, the category has attracted the attention of several new manufacturers. Before 2018, Danone Alpro dominated the category.

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